# Translation The 2026 World Cup fever will drive television sales in Colombia to 2.5 million units and over 4 trillion pesos, a milestone that could break records this year. On June 11, the FIFA World Cup kicks off in the United States, Mexico, and Canada, and Colombia's technology market is already feeling the pulse. By the time the final whistle blows, the sector will have registered growth exceeding 50% during the football season and an increase close to 35% in the consolidated annual figures for 2026, well above the industry's historical average, which has hovered around 2 million units and 3.5 trillion pesos per year.